Starbucks Marketing Plan

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Presentation transcript:

Starbucks Marketing Plan Prepared By: Alison Buckley Lance Hill Laura DeSloover Kati Popielarz Leslie Gora Danielle Sanders Saginaw Valley State University MKT 336, FALL 2009

Executive Summary- Key Points Largest Coffeehouse company in the world Based in Seattle > 16,000 stores in 49 countries Well known; internationally successful Target Market: Individuals with a higher disposable income seeking a unique experience

Mission Statement Principles to support statement: “To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time.” Principles to support statement: Ethically source the finest coffee beans Embrace diversity Provide a human connection with employees Create stores where customers feel comfortable Take responsibility in each community

Starbucks Visit Results

Independent Coffee Shop Visit Results

Situational Analysis

Internet Marketing

Market Summary

SWOT Analysis: STRENGTHS

SWOT Analysis: WEAKNESSES

SWOT Analysis: OPPORTUNITIES

SWOT Analysis: THREATS

Competitor Environment

Marketing Strategy

Marketing Goals & Objectives

Marketing Mix

Implementations & Control

Contingency Plan

Summary

References www.Starbucks.com